Seeing Green
Challenge
With its acquisition of a competitor finalized and an IPO in the works, Paradigm needed to merge two distinct brands into a single, cohesive identity that clearly communicated the company’s strengths and core competencies — while creating an identity that stood out against two high-profile competitors.
Solution
Koroberi partnered with Paradigm to develop a fully integrated campaign for enhancing the brand’s visibility and increasing market share across global industry channels. Based on a corporate-wide commitment to the green logo and a revised “Vision is Certainty” position, the campaign included brand standards, identity, and collateral development, award-winning print advertising, website redesign, and tradeshow support, all turbo-charged with a high-powered public relations campaign.
Results
The emergence of Paradigm caught the attention of the entire industry – the investment community, E&P companies, service companies, and pipeline companies. Paradigm’s branding competes effectively with that of its larger and more established competitors. Within months of unveiling its new identity, the company was propelled into the media spotlight and was widely recognized as a key software provider to the global oil and gas exploration and production industry. In the first 12 months following the brand launch, our intensive publicity activities generated more than 3,400 pages of editorial coverage, representing an Equivalent Ad Value of $36.3 million.
Advertising
Award-winning trade ad heralded brand rollout.
Public Relations
Intensive PR was key component of integrated strategy.
Tradeshows
Exhibit design visually and thematically supports integrated rebranding efforts.
Brand Managment
Website was primary vehicle for communicating the standards we developed.